When we think about patient satisfaction, it’s easy to assume that clinical outcomes top the list, and to an extent, they do.
But a closer look reveals that patients are often guided by something much more human: how they are treated.
A peer-reviewed study published in the Journal of Patient Experience set out to examine exactly this. It asked patients what they considered most important when choosing a dentist and what influenced their overall satisfaction during treatment.
The answers may surprise you, and they’re worth reflecting on if your goal is to build a loyal, satisfied patient base.
Moving Beyond Clinical Outcomes
The study surveyed 724 individuals who had visited a dentist within the past year.
Participants were asked to identify the most influential factors in their decision-making and satisfaction. While technical competence and service quality did rank highly, they were closely followed by qualities that reflect the dentist’s communication style and interpersonal approach.
What stood out clearly was this: patients prioritise how they are treated as people, not just the procedures they receive.
Key Findings from the Study
When asked what influenced their choice of dentist, respondents highlighted a blend of technical and relational factors. The top five were:
- Dentist’s professional competence – 22.22%
- Recommendation from someone they know – 20.56%
- Overall quality of service provided – 19.72%
- Dentist’s patience – 9.44%
- Dentist’s respect for patients – 6.39%
Combined, patience and respect accounted for nearly 16% of the total responses. That’s a significant proportion of patients choosing a provider not just for what they do, but for how they make them feel.
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The Communication Gap in Dentistry
Dental education rightly emphasises clinical precision, evidence-based protocols, and procedural efficiency. Yet the patient’s experience often hinges on something else entirely: communication.
Patients may not always be able to judge the quality of a composite or a molar root canal—but they can absolutely tell whether they felt heard, respected, and informed.
Did the dentist take time to explain the procedure clearly? Were the patient’s concerns acknowledged and responded to? Was there space for questions, or did the appointment feel rushed?These interactions (often seen as ‘soft skills’) play a central role in shaping trust, comfort, and overall satisfaction. They also influence whether a patient chooses to return, refer others, or avoid future treatment.
What Patients Value Most: A Closer Look
Here, the study’s findings offer practical guidance for any clinician seeking to improve the patient experience:
- Being listened to and understood: Patients want their concerns taken seriously. Even a brief pause to ask, “Is there anything you’re unsure about?” can go a long way.
- Clear explanations: Uncertainty breeds anxiety. When patients understand what’s happening and why, they’re more likely to engage positively with their care.
- Patience and respect: A respectful tone, unhurried responses, and genuine empathy communicate that the patient’s time and comfort matter.
Trusted recommendations: Personal endorsements continue to carry weight, highlighting the link between good communication and word-of-mouth referrals.
Final Thoughts
This study offers an important reminder: delivering excellent care isn’t just about what you do—it’s also about how you do it. For many patients, trust isn’t built through clinical outcomes alone but through everyday moments of attentiveness, empathy, and clarity.
If you’ve ever wondered whether your communication style truly makes a difference, the answer is yes—and the evidence backs it up.
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